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Gujarat-based Dhanraj Group forays into outdoor media

06-April-2010
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Gujarat-based Dhanraj Group forays into outdoor media

Dhanraj Group from Gujarat, which has diverse business interests for the past 35 years, has now ventured into outdoor media under the name Rajni Marketing. The Group also has presence in the media business with a daily, ‘AajKaal’, which is published from Rajkot, Jamnagar, Bhavnagar, Porbandar, Ahmedabad and Bhuj.

Commenting on the latest initiative, Chandresh Jethani, Managing Director, AajKaal, said, “The great acceptance of Aajkaal by the corporates and local clients alike has initiated the management to offer something more in terms of media solutions. The outdoor media has a great brand recall, thus positioning the brand in the perceptual space of the consumer’s mind. With 100 hoardings in the Bhuj region, Rajni Marketing has covered the length and breadth of the region providing maximum visibility to the brand put up on the site. This provides a great continuity to the press and TV advertisement, thus enhancing the possibility of the brand becoming ubiquitous. In all probability, the efficacy would be 100 per cent.”

He further said that Bhuj district, located in the Kutch region, had been the centre for new business establishments in Gujarat. The State Government has provided all the necessary infrastructure with investments to the tune of Rs 50,000 crore to further accentuate the industrial growth process in the region. Bhuj has a lot of NRI population, which justifies the demand for brands of high end products and hence, the need for a greater visibility.

“The hoardings would be in various sizes and would be placed at strategic locations for the last mile reach. The rates are highly competitive and we feel this could provide more add-on value to a 360 degree campaign,” Jethani added.

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